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RoleofMerchandiserinApparelIndustryTextileLearner

ROLEOFMERCHANDISERINGARMENTINDUSTRY

PrashantG.Khandalkar
DKTEsTextile&Engg.Institute,Ichalkaranji,
Maharashtra,India
Email:prashantkhandalkar007@gmail.com

1.INTRODUCTION:
MerchandiseristheBRIDGEbetweentheindustryandthebuyer.Hehavetolookaftereveryjoblikebuyingthe
raw material which is required to finish the product, making the garment, finishing the garment, documentation,
finally shipping. He is the responsible person to make the product. A garment export unit generally has many
departmentlikestores,cutting,production,packing,checkingetc.inwhichMerchandisingdepartmenta linking
device of all. The job of a merchandiser is to co ordinate with the entire department in the office as well as the
customers.Themerchandiseristheonewhocreatesagoodrelationshipinbetweenexporter&buyer.

ApparelIndustry
Merchandisingisaspecializedmanagementfunctionswithinthefashionindustry.Itisthebusinessthatmoves
the world fashion from designers showroom to retail sales floor and in to the hands of consumers. It is the
internal planning that takes place within a retail organization in order ensures adequate amount of merchandise
areonhandtobesoldatpricesthattheconsumersarewillingtopaytoensureaprofitableoperation.
Followingaretheresponsibilitiesofmerchandiserswhichgivesimportancetothem
Internal&externalcommunication,
Sampling,
Labdips,
Accessories&trims,
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Preparinginternalordersheets,
Preparingpurchaseorders,
Advisingandassistingproduction,
Advisingqualitydepartmentaboutqualitylevel,
Mediatingproductionandqualitydepartments,
Givingshippinginstructionsandfollowingshipping,
Helpingdocumentationdepartment,
Takingresponsibilityforinspectionsand
Followingshipment.

2.EVALUATIONOFMERCHANDISERINGARMENT:
The concept of term Merchandising can be traced dated back from the early historic period when the
emergence of the trade between the countries. There are numerous notes about the existence and evolution of
tradebetweenthebiggercivilizationsinthoseperiodslikeGreek,Roman,Indian,Chinese,andEgypt.Butduring
those days the meaning of the term merchandising confined merely to exchange of materials or commodities
whichwereavailedfromnatureorproducedfromnatureandtheywerenotmanufacturedforspecificpurposeor
specific customers. There was exchange of materials which fulfills the basic needs of living like commodities,
livestocks,textilesandluxuriousitemslikegolddiamonds,preciousstonesetcEarlierdaystheproductionof
goods was home based and family oriented which were not mass produced. In the industrial period, home
production was replaced by factory system and hand operations were replaced by machines. Mass productions
werefollowedbylargescaleconsumption.
ThetermMerchandisinggotitssignificanceaftertheindustrialrevolutionthatemergedduringthe20thcentury
afterWorldWar2andparticularlyduringtheperiodwhentherewasadramaticshiftfromCustomMadeTailoring
to Ready Made Garments. During this period there was great demand for product development. Merchandising
evolvedasabridgebetweenthedesignandsalestofilltheneeds.Itgotitsfurthermomentumwhenthemarket
conceptwhichgivemoreimpotencetothecustomerneeds,emergedintheindustry.
Theperiodbetween1960andtheearly2000sawdramaticchangesinthestructure,focusandcontentofapparel
companiesparticularlyinU.S.During1970stherewasaremarkablegrowthsurgetotheapparelindustrywhich
continued trough the 1980 and 1990. United States played a major role in the evaluation of merchandising in
apparelindustry.
Thenecessityofmerchandisingliesessentialduetothefollowingfactors:

1. Dramaticgrowth,
2. Complicatedrawmaterial&process,
3. Complexnetwork,
4. Adventofnewstyles,
5. ReducedProductLifeCycle,
6. Textileinnovations,
7. Computerapplications,
8. Globaltransition
To achieve this level of different control while developing, executing and delivering a product line that meet the
rapidly changing needs of target market, it requires a very special management professional which considered
beingaMerchandisingprofession.

3.TYPESOFMERCHANDISERS:
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TypesofMerchandiser

3.1FASHIONMERCHANDISER:
Fashion merchandising involves all the activities starting from the fashion forecasting, design and product
developmenttilltoretailsalesandthisalsoincludeproductionmerchandisingandretailmerchandising.Thiswill
be taken care by the buyers part. Fashion merchandise includes items of retail merchandise which have
decorativevalueeitherwithorwithoutalsohavingfunctionalvalue.Fashionmerchandiseincludesmostlyitemof
apparelsincetheycanallbedecorativeandfunctional.
Fashion merchandising refers to all the planning and activities involved in bringing the right fashion
merchandising at the right place at the right time with right quantity at the right price and with right sales
promotion. The fashion apparel world exists between the designer and the retail customer. The field of fashion
merchandisingexiststoservicethedesignercustomerrelationship.

Fig2:Processflowoffashionmerchandiser
Stepsareelaboratedasfallows
FashionForecasting:Itshowsordirectthecompanynewfashionpresentationfortheupcomingseason,sothat
itcanunderstandthenewfashionconcept,thestoresMerchandisingapproachandbetterhelptotheircustomer.
Generallyfashionpredictionisdonebythefashiondirectionincaseofbigorganizationsandbyownerhimselfin
caseofsmallorganizations.
Designdevelopment: The design is developed based on themes using the element s of design such as color,
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texture, line, shape and fabrication and adopting the principle of fashion such as proportion, balance, rhythm,
emphasis and harmony. The design development should be practical which suits the current trends & also
feasibletoconvertintothefinishedproduct.Designdevelopmentismainlydoneontherequirementofnumberof
linesandgroupsthataregoingtobeofferedbythecompanyfortheparticularseason.
Sample development: The collection of design created by the designers, the design which are having good
potentialareselectedandtakenforsampledevelopment.
Product specification: this information of will be useful in setting the product specification for the particular
garment. A product specification will guide the production department to develop and plan their merchandising
andproductionplanningandorganizethethingforeffectiveandefficientproductionofthemerchandise.
Merchandising plan or policy: a fashion merchandising plan or policy is a long range standard for fashion
buyingandsellingaswellasforrelatedactivitieslikesalespromotion.Merchandisingplansareplannedseveral
monthsbeforethesellingseason.
Assortmentplanning:Amerchandiseassortmentisacollectionofvarioustypes,quantitiesandpriceofrelated
merchandise usually grouped under one classification within a department. A good assortment keeping will
appealaparticulargroupofcustomers.
Buying: It is a very crucial activity of the fashion merchandising because this is the actual process of
manufacturingthegoodandbringingthemforthesalesatretailstores.Abuyersresponsibilitiesincludeboththe
buyingandsellingaspectsofretailing.

3.2APPARELEXPORTMERCHANDISING:
Apparel export merchandising may be defined as all the planning & activities involved right from the
buyercommunication&orderreceivingtilltheexecutionorshipmentoftheorderbyfulfillingthefollowingfactors
(SixRights):
RightMerchandise:Retailersmustfilltheirshelveswiththemerchandisethatcustomerwants.
Right Place: The location of the merchandise is of prime importance since it decides the accessibility. Much
merchandiseisseasonalinnatureandmustbeonhandwhenitismostneeded.
RightTime:Muchmerchandiseisseasonalinnatureandmustbeonhandwhenitismostneeded.
RightQuantity:Aprofitablebalancebetweenvolumeofsalesandamountofinventoryisthedesiredgoal.
RightPrice:Merchandisermustarriveatapricethatishighenoughtogivethestoreprofitandyetlowenough
tomeetthecompetitionandcustomersexpectations.
RightPromotion:Rightbalancebetweentheinvestmentandtheappealcreatedforthecustomers.

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Fig3:ProcessflowinApparelindustries
The successful execution of any garment export order depends on the work performance of a merchandiser.
Merchandiseristhepersonwhoplansandcoordinatesalltheactivitiesrightfromtheorderprocuringandtillthe
shipment order. A merchandiser should have the comprehensive knowledge of his work procedures and
responsibilities so that he could perform his job efficiently and effectively. In the apparel export industry, a
merchandiserhastoperformthefollowingfunctions
Communication: It is one of the foremost functions of merchandiser because the merchandiser has to
communicatewithdifferentlevelsofpeopleinhisdaytodayactivities.

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Planning & Programming: A merchandiser has to check the order requirement, planning for the given order,
programmingforvariousactivities,properallocationofworktotheassistants.
Follow ups: It includes sending of samples at various stages of order, buyer and buyer house for sample and
otherapprovals.
Decision making: A merchandiser has to make several decisions during the order processing like giving
approvals like fabrics, color, design, accessories, and packing, selection of suppliers and vendors, selection of
buyers,sometimestimeextensionsforordershipment.
Sourcing & Purchasing: A merchandiser may have to do sourcing and purchasing for raw materials and
accessories,suppliersandvendors,newdesigns,newbuyers.
Controlling: This is the crucial activities for any merchandiser. A merchandiser has to make sure that all the
activities are carried out as per the planning and even if there is any deviation, he/she should make the
alternativesmeasures.
Coordination: Merchandiser has to coordinate in such way to reduce the uncertainties and difficulties and if
there is a problem arises, the merchandiser has to support and lend helping hand in order to complete the task
successfully in the given period. Both the controlling and coordinating activities complement each other and a
merchandiserhastoadoptthebothaccordingly,
Negotiation:Itistheactivityofconvincing,compromisingandcooperationwhichwouldbenefitthebothparties
involvedinthenegotiation.
Costing:Itistheprocessofestimatingtheexpenditureofagivenproductandthesubsequentprice.Itisanother
crucialfunctionbecausemostlyorderconformationdependsonthepriceofferedtothebuyers.Themerchandiser
shouldknowthecurrentpricesandratesofvariousproductsandprocessestodotheaccuratecosting.
Meeting:There are two types of meeting a merchandiser has to be involved. First type, a merchandiser has to
conductthemeetingwiththeconcerndepartmentinchargestodiscussabouttheproceedingsandthestatusof
the running order. In second type, a merchandiser has to attend the meeting with the superiors or buyers or
businesspeopleingivingreportingorparticipationordiscussion.
Forecasting:Forecastingistheactivityofpredictingthefuturehappeningsorproblems.Amerchandiserhasto
predictthefutureuncertaintiesinthecurrentorderorindustrysothatalternativeactionsorcorrectivemeasures
canbetakeninadvancethisalsoincludesgivingsuggestionorideasaboutnewtechnologiesornewproductsor
latestindustrytrends.

3.3APPARELRETAILMERCHANDISER:
The word Retailer is originated from the French word retailen which means to cut again. Retail business
involves cutting off a smaller part from a big or large good or product and selling it to the end users. Retail
merchandising involves all the activities related to direct selling of products or services to the ultimate
consumersorusersoftheproductforpersonal,nonbusinesspurpose.Retailmerchandisersellsproductsinless
quantitiesandtheyactasanintermediatorbetweentheultimateconsumersandwholesalers.Aretailerisbotha
marketerandacustomerandhecreatesplace,timeandfacilitiestosellthegoods.Itisdifficult,timeconsuming
andexpensive,hencetheretailertakesrisksthroughownership.
Functionsofaretailmerchandiser
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Theyprovidepersonalservicestoallconsumers.
Theygivetwowayinformationfromproducertoconsumerandviceversa.
Theyfacilitatestandardizationandgradingofgoods.
Theyundertakephysicalmovementandstorageofgoods.
Theyassemblegoodsfromdifferentsuppliersandwholesalers.
Theykeepreadystockofgoodstosupplytoconsumers.
Theyextendcreditfacilitiestotheconsumers.
Theycreatedemandbypresentingwindowdisplay,eventsetc.
Theyalsoundertakesalespromotionalactivities.
Theyassumeriskbystockingandprovidinggoodstotheconsumers.
Modern day retail formats can be classified in to hypermarkets, supermarkets, discount stores convenience
stores,departmentstores,specialtystores,etailingandmalls.

ORGANISATIONSTRUCTUREOFARETAILORGANIZATION:

Fig4

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Fig5ApparelRetailMerchandisingProcess

TASKSOFARETAILMERCHANDISER:
1. Analyzing the local customers: Sales in a particular store will be determined by several factors. A retailer
mustconsiderthesefactors,
Thegeographicallocationofthestore,
Thepopulationcontentofthearea,
Thesocialactivitiesthattheareaoffers,
Theeconomicalconditionsandlevelofthelocalpopulation,
Thefashioninfluencesoftheparticularpopulation.
2. Selecting a fashion image: Every retail store has a retail image in the mind of customer irrelevant of the
storewanttohaveitornot.Aretailmerchandisershouldmakeuseofthisfactbycreatinghisownstoresimage
which would attract the customers. The type of fashion image they want to have depends on the type of target
customerthestorewanttoattract.
3.Buyingthemerchandise:Buyingfashionmerchandiseforaretailstoreisnotaneasyjob.Itrequiresalotof
planningforbudget,selectionofmerchandise,selectionofsuppliers.Alsoitisimportanttodecideonthequality
ofthegoodstobeordered.
4.Receivingandstockingthemerchandise:Whentheorderedgoodsarriveatthestores,itshouldbechecked
carefully for the quantities against the shipping invoice or packing list sent by the supplier. The quantity of the
goodsreceivedshouldbecheckedbeforetheyaresentfordisplayorforselling.Afterthegoodsarereceivedand
checked,thenitshouldbemarkedortaggedandkeptinstockforsales.
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5.Display:Thewayinthemerchandiseisdisplayedisveryimportantforsales.Gooddisplayalwaysenhances
thesalesofthestoreandapoordisplaymayslowthesaleofgoodmerchandise.Thestoresimageisbasedon
theprincipleofuseofspacefordisplay.
6. Sales promotion: Sales promotion is very much important to the successful sale of merchandise. Sales
promotion refers to promotion of sale of merchandise, services or ideas. It includes activities like advertising,
publicity,visualdisplays,fashionshows,specialevents,personalsellingetc.
7. Sales evaluation: Once the selling season is over, the next thing a store has to do is evaluate the sales of
theseason.Thisincludeanalyzingthesalesbyproductwise,stylewise,sizeandcolorwise,unsolditems,fast
soldgoods,pricelinewiseetc.

VISUALMERCHANDISER:
Every customer wants to see the product before they do purchase. A store has to display the products what it
has for sales. And the display should be done in away so that it should attract the customer. Visual
merchandising is an art of displaying the things in an attractive way so that it could attract the attention of the
customer and persuade them to buy the product. Visual statements made in the store windows are the
customersfirstviewwiththestore.
FunctionofaVisualmerchandiserasfollows
Planningamerchandisethemes,
MakingtheseasonalcalendarofVMdisplay,
Selectionofmerchandisefordisplay,
DecisionsonwheretodisplayandnumberofVMdisplays,
ArrangingtheVMdisplayinconceptwiththesupplierconcepts,
ProcuringandarrangingofVMelements,
EvaluationoftheVMeffectsfoefutureplanning,
ComparisonstudyofVMdisplayofcompetitors,Forecasting.

MODERNRETAILING:
ThemodernretailinginIndiaisatthebloomingstagewithcurrentlyaccountingto5%inthetotalretailmarketin
India.Organizedretailingisgrowingattherateof27%andby2015itisestimatedthatorganizedretailingwould
be US$ 110 billion, around 20% of the total retail market. The apparel and clothing industry being positioned at
the first place and also the spending on apparel and clothing among the customers are getting increased, it is
veryimportanttostudythechangingbehaviorofcustomers.

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Fig6

4.SCOPEOFMERCHANDISERINFASHIONINDUSTRY
4.1.EducationalRequirementsofMerchandiser:
AdegreeinfashionmerchandisingisusuallyanintricateblendofTextile,fashionandbusiness.Manytraditional
colleges and universities, as well as art schools, offer targeted textile, fashion merchandising degree programs.
Some individuals may prefer to specialize in specific areas of textile, fashion merchandising, like marketing or
buying, while others may prefer to do it all. Some retail stores also offer special fashion merchandising training
programsinlieuofadegree.

4.2.SalaryInformationofMerchandiser:
Salary of local merchandiser is in range of 20,00040,000 Rs. The average salary for fashion merchandiser,
according to Simplyhired.com, is $47,000. Firsttime retail workers make from $7 to $11 an hour. As a person
goesontobecomeamanager,thesalarywillincreasetoabout$16perhour,asof2009.Shipping,purchasing
and fashion distribution workers will pull in an annual salary of $25,000 to $60,000. Those working for toplevel
fashionstoreswilltakehomefrom$70,000to$100,000.

4.3.Experience:
Asidefromworkinginclothingretailstores,interestedfashionmerchandisersareadvisedtotakecollegecourses
tofurthertheireyeforfashionandtocombinethataspectwithastutebusinessknowledge.Peoplewhowishto
advance at a rapid pace should have a good grasp of the fashion as well as business side of merchandising.
Typical classes offered to a potential fashion merchandiser include the history of fashion, businessoriented
courses and consumer research studies. To obtain an executive position, those interested will have a much
betterchanceofgettinghiredwithamaster'sdegreeinbusinesscombinedwithafashionbasedcurriculum.

5.CONCLUSION:
Onthispaperwehaveconcludethatthemerchandisingisagrowingupaswellasimportantdepartmentforthe
garmentindustry.Ithasverygoodscopeinpresentaswellasinfuture&alsohasgreateropportunities.

6.REFERENCES:
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Books:

1. FASHIONfromconcepttoCONSUMER4THeditionbyGiniSteplensFrings
2. QUALITYCHARATURUSATIONOFAPPARELbydr.subratadas
3. THEAPPARELINDUSTRYsecondeditionbyRichardM.tones
4. FASHIONTECHNOLOGYtoday&tomorrowbynirupamanpundir
5. FASHIONRETAILINGamultichannelapproachbyellendiamond
WEBPAGES:

1. www.fibre2fashion.com
2. www.Simplyhired.com

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